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What's Next: Moment Marketing

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We are living in a fast-paced and hugely fragmented mobile world. And consumers are filtering more than ever before.

In this webinar, we’ll discuss how to make your brand matter right now, connecting you to your consumers at precise moments that are truly engaging and impactful.

Published in: Marketing
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What's Next: Moment Marketing

  1. 1. Powered by MOMENT MARKETING
  2. 2. Hello! José Arteaga Creative Digital Strategist OgilvyRED Andreanne Leclerc Regional Managing Partner Ogilvy & Mather Asia Pacific
  3. 3. What’s the weather like in your city? Tell us where you’re dialling in from!
  4. 4. MOMENT MARKETING OR THE ART OF MATTERING RIGHT NOW Arvind Srivastava Andreanne Leclerc March 2018
  5. 5. “HOW DO WE BETTER UNDERSTAND (AND START TO) MARKET IN-THE-MOMENT?”
  6. 6. Contents Mattering NOW Dimensions Opportunities Planning Mindset
  7. 7. MATTERING
  8. 8. RIGHT NOW IS ON THE RISE People are making decisions faster People expect to get support, products and services immediately People are increasingly making last-minute plans
  9. 9. Jan. - June 2017 vs. Jan. - June 2015. GoogleApril 2016 Google Internal DataMay 2016 Google/Purchased RIGHT NOW IS ON THE RISE IN EVERY SPACE
  10. 10. WHY? Consumers are living an incredibly fragmented mobile life. 4,000 messages coming their way every day. The ones that hold their attention are the ones that are relevant to them — INTEREST DEFINES EMOTIONAL RECEPTIVITY. They have smaller attention spans and demand bite-size information on the go…
  11. 11. WITHOUT BRAND DISCIPLINE IT CAN BECOME A MOMENT OF WASTEFUL MEDIA CONNECTION OR WORSE…
  12. 12. WHILE BEING TRUE TO THE BRAND CAN CREATE POWERFUL AND IRRESISTIBLE CONTENT IN-THE-MOMENT Moment Marketing is not blind/reckless content creation. On the contrary, it is an efficient way to “Marketing in the Moment.” (The OBM rule of ‘when, why, how.’)
  13. 13. IT IS HOW IT TRANSFERS TO REAL CONVERSATIONS, VISITS AND TRANSACTIONS MORE IMPORTANTLY, IT IS MORE THAN JUST BEING IN THE ‘DIGITAL AND SOCIAL’ WORLD…
  14. 14. MOMENT MARKETING ALLOWS BRANDS TO CONNECT WITH CONSUMERS IN MOMENTS THAT MATTER, SO THAT WE CAN ENGAGE THEM WITH IMPACTFUL, TIMELY, RELEVANT CONTENT AND CONVERSATIONS MOMENT MARKETING = MATTERING NOW
  15. 15. DIMENSIONS
  16. 16. FRAMEWORK: MOMENTS HIERARCHY OCCASION / EVENT MOMENT MICRO-MOMENT STRATEGIC BUSINESS OR BRAND OPPORTUNITY: MOMENTS ALREADY HEIGHTENED OR IDENTIFIED BRAND AND PRODUCT FILTER/ROLE: HOW DO WE FIT IN THE MOMENT BRAND AND PRODUCT RECEPTIVITY & ENGAGEMENT: MAKING MOMENTS AND OUR ASSOCIATION NOTABLE, POSITIVE AND PERSONAL
  17. 17. ANNUAL OCCASION: CHRISTMAS OCCASION MOMENT MICRO-MOMENT CHRISTMAS DINNER TOAST SHOPPING BASKET RECIPE SEARCH THEME, INVITE, DECORATION, ETC.
  18. 18. RECURRENT CALENDAR SPORT EVENTS OCCASION MOMENT MICRO-MOMENT FOOTBALL (EPL SPONSORSHIP) VIEWING PARTY/TIME WITH FRIENDS PLANNING GET-TOGETHER* FAN NOTE EXCHANGE/TRIVIA* ADAPTIVE CONVERSATION ON IN-GAME MOMENTS** CONTENT ON BEST GOALS* *PLANNED MOMENTS **UNPLANNED MOMENTS
  19. 19. A MARKETING MODEL THAT LOOKS AT MORE NIMBLE OPPORTUNITIES MICRO-MOMENTS OPPORTUNITIES OCCASIONS / EVENTS WITH MULTIPLE MOMENTS
  20. 20. Occasions / Events Christmas FIFA Trends Memes videos Occasions Dinner Party Going to the cinema Behaviors Habits Shopping Driving Friend meeting Drinking Networking on social media Getting ready in the morning Buying a car Proprietary or non proprietary events News Occasions Stories Milestones Personal - JourneyCultural Brand Quantity, duration, frequency and recurrence will vary MOMENTS CAN ORIGINATE FROM DIFFERENT PLACES
  21. 21. BUILD ANTICIPATIONSTAGE 1 STAGE 2 GAME TIME STAGE 3 HIGHLIGHTS AND RECAP THEY TYPICALLY COME IN PHASES an exact point in time an appropriate time for doing something; an opportunity a very brief period of time a particular stage in something's development or in a course of events GRANUALARITY PRE DURING AFTER
  22. 22. OPPORTUNITIES
  23. 23. Customer Value AcquisitionBrand Value Reduces churn and builds advocacy with every interaction Increases commercial value through focused content Builds trust and creates a favorable selling environment PRE DURING AFTER EACH MOMENT AND MICRO-MOMENT CAN DRIVE SPECIFIC OBJECTIVES AWARNESS, CONSIDERATION, PREFERENCE ACTIVATION, LOYALTY EXPERIENCE, ADVOCACY
  24. 24. THEY CANNOT ALL BE PLANNED FOR: CONTEXT AND RESPONSES UNPLANNED unpremeditated, unscheduled, accidental, unexpected, surprise, spontaneous PLANNED set in stone or can be anticipated, part of a calendar, an agenda REACTIVEResponses Context PROACTIVE Response prepared in advanced for a known moment, and micro- moment Response prepared for an upcoming moment during the same day or next 2-3 days Response to a twist in the course of an event or to a new micro-moment unfolding Response to a new moment or micro-moment and requires a response in a short timeline to be relevant or real-time
  25. 25. IT REQUIRES TO BOTH BE PLANNED AHEAD AND IN THE NOW OCCASION / EVENT MOMENT MICRO-MOMENT PROGRAM HERO CONTENT Planned annually and produced quarterly PULSE PROACTIVE CONTENT / ALWAYS ON Planned weekly and produced weekly PULSE REAL TIME CONTENT Planned daily and produced in real-time PLATFORM (BRAND) Planned annually or bi-annually
  26. 26. CONTENT / RESPONSE IMPERATIVES AND IMPACT Content Speed Content Shelf Life Audience Engagement Resources required Production Scale How fast the content needs to be prepared in advance How long it will stay actual and relevant and potential reusability Moment relevance and level of personalization (customer) Level of creativity and channel / platform knowledge Skills, tools, process and time required for development
  27. 27. IMPERATIVES AND IMPACT MAPPED UNPLANNED PLANNED REACTIVEResponses Context PROACTIVE Content Speed Content Shelf Life Audience Engagement Resource Required Production Scale Content Speed Content Shelf Life Audience Engagement Resource Required Production Scale Content Speed Content Shelf Life Audience Engagement Resource Required Production Scale Content Speed Content Shelf Life Audience Engagement Resource Required Production Scale
  28. 28. Don’t let a great shot fly by! Moving targets are not a "bird-en" with the Huawei P9’s speedy, laser sharp autofocus. #RunOstrichRun #HuaweiP9 #TheNewChoice Run freely like Ostrich without limit, Buzz freely with Buzzme Smart Plans with Unlimited Validity. #runostrichrun #unlimitedvalidity #buzzme #buzzmemo bile #buzzmemy#buzzmeostrich #ostrich Happy Friday everyone! The ostrich is now safe! Drop by for iftar at any of our outlets today. #rararamadhan #thainoodle #littlerara #malays ianfoodies#malaysianfoodstreet #malaysianfood #lok alah #ostrich #run #theh #hartamas CHIKABOO: THE OSTRICH THAT DASHED HER WAY INTO EVERY MALAYSIAN VIA THE FEDERAL HIGHWAY
  29. 29. PLANNING
  30. 30. DEFINNING MOMENT TERRITORIES IDENTIFY THE OCCASION(S) THAT PROVIDE GREATEST BUSINESS AND BRAND OPPORTUNITY DEVELOP DEEPER UNDERSTANDING OF AUDIENCE UNDERSTANDING IN-MOMENT BEHAVIOR. REFINING THE MOMENT SPACE IDENTIFY & REFINE THE RIGHT MOMENTS AND ASSIGN ROLE OF COMMS FOR EACH— LINKING IT CLOSELY TO BUSINESS & BRAND GOAL BUILD A MOMENT SPECIFIC CONSUMER PERSONA THE BRIEF TO TRIGGER COMMUNICATION. BUILD COMMUNICATION IDEAS/CALENDAR STEP #1 STEP# 2 STEP# 3 STEP #4 PLANNED PLANNED UNPLANNED APPLY THE PLANNED FRAMEWORK IT WILL GUIDE MOMENTS SELECTION AND BRAND RELEVANCE SPOT OPPORTUNITES DAILY ON THE WATCH FOR EXISTING AND NEW MOMENT AND MICRO-MOMENTS WHERE THE BRAND HAS A POINT OF VIEW
  31. 31. #1 IDENTIFY MOMENTS / OCCASIONS Transumer Consumers are spending more time in transit. Commutes – as well as the ‘places in between’ – offer new marketing opportunities.
  32. 32. Consumer Companions Time of the day Activities Young parent family Workday Morning Breakfast Young working adult partner Workday Noon Lunch College Student friends Workday Afternoon Dinner children Workday Night Coffee & Tea break alone Weekend Morning Commute colleagues Weekend Noon Work Weekend Afternoon Movies Weekend Night Exercise KTV School Couch potato Study (Self) Lesson /Tuition Time Park Celebration/ Party Young Parents Young Working AdultsCollege Students Family Partners Children Alone Colleague Weekday Morning Weekday Noon Weekday Night Weekend Night Commute Eat Movies Exercise TV KTV School #2 DEVELOP DEEPER UNDERSTANDING HOW TO DO IT? TOOLS REQUIRED: -Social Research -Deep dive ethnography (optional/for large investment occasions) -Mini-Focus Groups -Online/mobile surveys -Media Data -GWI
  33. 33. #3 REFINING THE MOMENT SPACE Find the right moment Understand the moment (Context and passion points)
  34. 34. Receptivity PRIORITIZING THE MOMENTS: Prevention Urgency Relevance
  35. 35. #4 BUILD A MOMENT SPECIFIC PERSONA
  36. 36. MINDSET
  37. 37. TO THE SOCIAL PEOPLE: RIGHT NOW DOESN’T MEAN SHORT TERM Riding on an occasion rather than working through how the brand fits. Credibility over being the first. Building meaningless or too much content that won’t leave a trace. Foster deeper links that can reaffirm brand promise within the context/occasion/moment can help drive habit, sales as well as love. Ride waves with few but more powerful brand connections. What is the impact? Brand essence needs to be baked into the content. Ideas that are not only living in social – permute beyond.
  38. 38. TO THE BRAND PEOPLE: RIGHT NOW DOESN’T MEAN NO SUBSTANCE DEEP PLATFORM KNOWLEDGE IS IMPORTANT TO CRAFT A RESPONSE THAT IS MEANINGFUL AND RELEVANT IN CONTEXT. NEED TO ADJUST TO WORK WITH REDUCED TIMEFRAME FOR ALL THE UNPLANNED MOMENTS. TRADITIONAL SKILLS IN PLANNING AND CREATIVE IS AS IMPORTANT AS DIGITAL AND SOCIAL EXPERTISE.
  39. 39. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com
  40. 40. Questions? José Arteaga Creative Digital Strategist OgilvyRED Andreanne Leclerc Regional Managing Partner Ogilvy & Mather Asia Pacific

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